Remove the unnecessary to reveal what is relevant.
Natalia Osiatynska works at the unique intersection of marketing, writing, linguistics, information design and fine art.
Whether she is naming a company, globalizing a mission statement or creating a mood board, Osiatynska is ultimately distilling information to its essence, organizing it strategically and giving it the right tone. She follows an ethos of removing the unnecessary to reveal what is relevant. In any medium, her goal is to arrive at the optimal message to persuade, entice or inform. Her work often includes analyzing competitive and co-occurring contexts for insights and studying the intended audience to anticipate people’s questions, motivations and needs.
Osiatynska likens her work process to constructing a ship inside of a bottle: the precision and hypervigilance she employs to create the perfect solution border on the maddening, but the results are simple, relatable truths that evoke inspiration and wonder.
Osiatynska got her start in the business world in 2002 as strategic planner at DDB New York under the leadership of advertising legends Bob Kuperman and Lee Garfinkel, where she was responsible for target insights, strategy development and linguistic analysis for a range of businesses in the food, electronics, banking and pharmaceutical industries.
Early in her career, Osiatynska discovered that she was better suited to independent consulting than full-time employment. With her international upbringing, autonomous streak and broad interests encompassing business, science and art, Osiatynska found she has the skills for adapting to established settings rapidly and turning the outsider’s perspective into an advantage.
After relocating from the US to her native Warsaw in 2004, Osiatynska began freelancing for numerous advertising agencies and branding firms, as well as for corporate, startup and non-profit clients, gradually transitioning from classic ad planning work toward an interdisciplinary specialty in strategic copywriting, brand naming, applied semiotics and brand identity development. Meanwhile, photography remained an important constant pursuit peripheral to Osiatynska’s working life.
Compelled by a need for both both more business stability and increased administrative independence, Osiatynska established the Company of Natalia Osiatynska in the spring of 2012, thus embarking on her present transformation from freelance copywriter-slash-strategist to small creative studio specializing in Osiatynska’s signature variety of “strategic storytelling.”
Osiatynska holds a BA in Drama from Colorado College and a Master’s in Linguistics from Syracuse University. She is also a member of the distinguished North American Phi Beta Kappa and Phi Beta Delta honor societies.
Osiatynska speaks English and Polish with native fluency, has an excellent working knowledge of Spanish, gets by in German and Russian and has some knowledge of Danish, French and Japanese.
Osiatynska has been applying her organizational and design skills to exploring the field of workflow improvements in a series of blog posts. She is interested in everyday ergonomics and optimizing solutions for the ordering of objects and data into useful hierarchies. Osiatynska’s other interests include cooking, baking, pottery, vocal training, commuter bicycling, fashion, typography, categorization and contemporary American and British serialized television (in particular the procedural drama). All these areas are sources of potentially work-relevant knowledge, experience and vocabulary.